Project: Create a Business Plan & Marketing Plan

1. Using what you learned in Chapter 4, create a Business & Marketing Plan for a fictitious agricultural
   business. Your answers to each component will demonstrate your understanding of each category.
   a. Name your fictitious agricultural business.
   b. Define your firm’s purpose (pg 61): a clear, concise statement that explains what your company does (what
   consumer need you to intend to fill)
   c. Define your firm’s objective (pg 62): how the firm will accomplish the purpose. This has to do with the
   efficient, effective, and profitable satisfaction of your customer’s needs.
   i. Consider:
2. What is your business?
3. Who are your customers?
4. What is “value” to your customers? (
5. What will your business be?
6. What should your business be?
7. Create a Marketing Plan with the following components: (pgs 64-66)
   3.
   a. The Market Situation
   b. The Product Situation
   c. The Competitive Situation
   d. The Distribution Situation
   e. The Macroeconomic Situation
   f. Opportunities and Threats Analysis
   g. Strengths and Weaknesses Analysis
   h. Issues Analysis
   i. Financial and Marketing Objectives
   j. Identification of Target Markets
   k. Product Positioning
   l. Size of the Product Line
   m. The Number and Type of Distribution Outlets
   n. The Size and Type of SalesForce
   o. The Level and Quality of Service
   p. Advertising (2 pts)
   q. Sales Promotion
   r. Research & Development
   s. Market Research

Sample Solution

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Social media has found its way into most people’s lives in some capacity. Whether users are constantly posting
and consuming media, or they perhaps utilize their socials once or twice a week, social media has become an
incredibly efficient and broad-reaching method to engage audiences. It is also a very useful way to find new
audiences and the public.
Content producers are very aware of the potential of social media, so will often produce short and long-term
social media campaigns for whatever they are working on to spread the news to those who are interested, and
to find new audiences. However, merely creating a Facebook page and publishing a few updates will rarely
work. It is a highly strategic and targeted process that affords the logics of social media to ensure it is seen by
those targeted audiences and the public.
For this assignment, we want you to identify a social media campaign and critically examine how it operates.
Some examples of past social media campaigns might be:
Content Marketing, Frank Body: https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body
Social Enterprise, Who Gives A Crap: https://au.whogivesacrap.org/
Branded Content, Digital Agency Network: https://digitalagencynetwork.com/amazing-instagram-story-adsfrom-the-creative-brands/
Product, Starbucks Unicorn Frappuccino: https://www.theguardian.com/business/2017/apr/21/unicornfrappuccino-starbucks-instagram-selfie-social-media
Lifestyle, #LushLife: https://www.instagram.com/explore/tags/lushlife/?hl=en
Beyond marveling at the success or failures of your campaign, you are required to draw on the learning of this
unit to examine the social media campaign.

Sample Solution

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